GM has published images with some of the print ads involved in the 2011 Buick Regal advertising campaign.
As a reminder in case the car itself isn’t obvious enough, the 2011 Buick Regal is the rebadged version Opel Insignia which will pack 260 HP in its most powerful version sold in U.S. and for which the new campaign will start in July.
The Opel Insignia has been awarded with the European Car of the Year so naturally the 2011 Buick Regal adverts take advantage of that as some of the messages on the banners read ‘We Didn’t Start With a Clay Model. We Started With the European Car of
the Year’ or ‘Listen Closely and You May Detect a German Accent’.
GM press release :
Buick is launching its advertising campaign for the 2011 Regal
throughout July in both unconventional and traditional outlets. The
campaign continues the “New Class of World Class” theme initiated with
the LaCrosse launch last year.
“We want consumers to discover the 2011 Buick Regal as a compelling
performance sedan,” said Craig Bierley, Buick advertising director. “We
are presenting the Regal in a variety of ways that are unexpected and
providing relevant personal stories to allow consumers to draw their own
conclusions about our newest Buick.”
Central to the campaign is a major emphasis on digital, social and
mobile activities, including an MSN homepage take over on July 14 and
sponsoring the Wall Street journal iPad app.
Consumers will also be able to access an online aggregator called
“Moment of Truth” (URL still to be determined), which will house a
virtual library of Regal stories and reviews from third parties and
other customers. The site will allow them to engage and share their
opinions about the Regal.
For individuals who want to experience Regal first-hand, a 10-city
test drive program will be conducted later this year, where up to 12,000
non-Buick owners will experience the brand and be given the opportunity
to drive the all-new Regal.
Complementing these non-traditional activities is a large mass media
plan. Television advertising will appear in both network (prime, late
night, and sports, etc.) and cable original programming, appearing on
such networks as Discovery, Travel Channel, and Food Network in July.
Print ads will run in weeklies such as Entertainment Weekly, People,
and the Week beginning in early July, as well as in monthlies like
Esquire, Smart Money and Wired. For added impact, double page newspaper
ads will run in the major national newspapers (Wall Street Journal, USA
Today and New York Times) on July 14th. Additionally, outdoor
advertising will be highly visible in 10 key markets starting in
mid-July.
Buick is a modern brand with premium, high-quality vehicles
characterized by sculpted designs, luxurious interiors with personal
technologies, and responsive-yet-efficient performance. Buick is
attracting new customers with its portfolio of award-winning vehicles,
including the Enclave crossover, LaCrosse sedan and Regal sport sedan. A
new compact sedan and small crossover will join the portfolio in the
next few years. Buick’s sales continue to increase in North America, and
it remains a best-selling brand in China, with continuing record
growth. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick or at facebook.com/buick.
